Writing content isn’t a one-size fits all practice. Instead, optimize your work based on where it’s posted, for whom and why. Let’s get started revamping your writing strategy with some of our quick tips below:
We’ll use media publisher Buzzfeed as a role model here. You’ve probably seen their “listicle” approach in headlines, where they depend on numbers to draw readers in (think: “15 Dogs Who Are Too Cute for Words”). The analytics agree: having numbers in your post text does help improve click-through performance.
Another tactic? Leading posts with a question to address users directly and encourage responses. Whichever approach you take, keep the length around 110 characters to ensure it fully renders on mobile devices.
This platform’s mantra is “140 characters or less.” But let’s emphasize the “less.” While character count specs differ between types of ad units, the goal here is to attract viewers with brevity. Research shows 40 to 60 characters in a tweet receive the highest engagement and lowest cost per click. And don’t be scared to throw in an emoji or hashtag either.
If your goal is solely engagement, include a (relevant) trending hashtag with your creative caption. If your goal is clicks to your website, make sure to include some sort of “click link in bio” call-to-action and place the desired URL in your profile bio. Check out our Instagram for an example.
Some other tricks to try: if you’re linking to a list, tease a few topics and end your caption with a cliffhanger. Example: “No oven needed: learn how to bake a lemon cake, chocolate mousse and 2 other yummy treats without the hassle.” No matter what your goal is, try to keep your copy at 125 characters or less to avoid truncation.
While there are multiple facets to consider, we do have a few zingers we keep in our back pockets. Have a special offer or reward? Put that front and center. Everyone loves seeing “50% off your next purchase!” in big, bold letters. The easier it is to claim, the better. Make your customer do the least amount of work possible.
Make your customer do the least amount of work possible.
And let’s not forget the outer envelope. Just like email subject lines (see below), it can be the make or break moment between you and your customer. Try a teaser or a “you-centric” line to make them feel special and want to see what’s inside. Example: Your exclusive membership rewards are waiting!
Subject lines are your first (and sometimes only) chance to get users to open an email. Stick to about 50 characters or less, trying out various structures: questions, personalization, teasers. And don’t skip out on the super subject line – this is the line of text above the “view it in your browser” copy. If an email doesn’t load, this is the line of defense that sums up the main message and links to an important landing page.
As for body copy, make sure it’s mobile-friendly, scannable and clickable. A bold CTA button always helps.
Some best practices include dividing your content into lists, bullets or subheads to break up dense copy (like this one). This is easier on your reader’s eyes and easier to digest information. After all, humans now have a shorter attention span than goldfish (seriously) thanks to the digital age of smartphones – so hopefully you’ve stuck it out to the end of this post.
It’s important to adjust your messaging according to the platform being used. Your audience may not be the same for your blog as it is for your Instagram account. We talk a lot about strategy, and strategy is deciding who you want to reach and how you will reach them, ideally based on data. We’ve shared our tips on social media marketing and content marketing to help your business grow, both of which should involve strategic messaging.
If you’re looking for some help with building a robust brand or marketing strategy, we’d love to help! You can contact us here.